Music video conventions

Pop
Pop music videos are usually bright and may have a fast tempo. May have variations of close ups and zooms of the artists. May show the band performing or dancing. Instruments are not shown and may often see the band or artist change clothes through the music video. May have a part of the lyrics illustrated in the video.
Indie
May have a mixture of a performance and a narrative. Music video may not follow the lyrics. May have close ups of the main singer and occasional wide shots of the whole band. Lyrics and the tempo may change the colour as colour may be bright, dark, or black and white. Special effects may also be used in the music video. The pace of the editing may depend on the tempo of the music.
Rock
Colour of the videos are commonly dark to give a scary and an edgy feel. Will usually see the band performing in the video. Band are also dressed in dark clothing. May also were specific clothing to give scary feel. May sometimes have a narrative music video to reflect the tone of the music. Special effects are also sometimes used. Music is usually fast and loud so the pace of the editing may be fast.
Hip Hop
There is not really a story line in hip hop music videos. The videos are mainly about huge partys, women, jewelry and expensive cars. Colours are usually bright. Props such as alcohol may appear in the video. May also show people dancing in the video as there is usually a party. Will also show some performance of the artist with close ups. Will also show wide shots of the setting.

Music videos top 5

The top 5 most expensive music videos-
1. Michael Jackson and Janet Jackson. Scream. $7,000,000
2. Madonna. Die another day. $6,100,000
3. Madonna. Express yourself. $5,000,000
4. Madonna. Bedtime story. $5,000,000
5. Guns N Roses. Estranged. $4,000,000

Top 5 music videos-
1. Thriller. Michael Jackson
2. Sledgehammer. Peter Gabriel
3. Take on me. a-ha
4. Heart shaped box. Nirvana
5. November rain. Guns N Roses

MTV

The pre-history of MTV began in 1977 but had launched on August 1 1981 12:01 am. MTV (music television) is an American network which had started in New York which had launched on August 1 1981. MTV had revolutionized the music industry and become an influential source of pop and entertainment to America and other parts of the world. Other countries include: Brazil, Denmark, Greece, UK, India, South Korea and many more. The creator of MTV was Robert W. Pittman. John Lack was the VJ (video jockey) at the time. In the early day of MTV, basic music videos were introduced by the VJ, and was given for free by record companies. Money was then invested in making creative and cutting edge videos.
By the late 1980's, MTV then started airing non music videos directed towards teenagers and young adults. Its popular reality series 'The real world' launched in 1992 which was then followed by popular shows such as: The Osbournes, Newlyweds: Nick and Jessica, Laguna Beach, My Super Sweet 16 and The Hills. MTV also debuted animated series including Beavis and Butthead and Celebrity Deathmatch, as well as documentaries, news, game shows and public service campaigns on topics ranging from voting rights to safe sex. MTV has also launched other channels in the US and around the world. Some channels in the US include: MTV2, Palladia, VH1, Comedy central, Nickelodeon and others. Other countries around the world have fewer MTV channels, the most famous being Nickelodeon.
During the early years of MTV, very few black artists had their music video shown on the channel. At the time, Rick James' "Super Freak" was rejected due to MTV saying it did not fit in with the genre. Eventually to resolve the struggle and finally "break the color barrier," the president of CBS Records, Walter Yetnikoff, announced to take away MTV's ability to play any of the record label's music videos. It was believed that 'Billie jean' was the song gthat broke the colour barrier. In the late 1990's and early 2000's, MTV placed a stronger focus on displaying reality TV shows and related series, like The Real World and Road Rules in the 1990's. With the reality shows came the game shows. In the late 90's, they began doing prank and comedy shows.

A2 Brief

1. A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

• a website homepage for the band;
• a cover for its release as part of the digipak (CD/DVD package);
• a magazine advertisement for the digipak (CD/DVD package).

2. A promotion package for a new film, to include a teaser trailer, together with two of the following three options:

• a website homepage for the film;
• a film magazine front cover, featuring the film;
• a poster for the film.

3. The first level of a new computer game, together with two of the following three options:

• the cover for the game's package;
• a magazine advertisement for the game;
• a radio advertisement for the game.